Jeff Sauro - UXPA 2017
summary
Argues too much testing doesn't kill creativity when balanced: use generative vs evaluative research to discover unmet needs by observation and intuition, then use evaluative methods to verify outcomes. Claims measurable goals — reduce task time, enable jobs users couldn't do, improve productivity — and recommends measure task time and productivity with objective metrics and statistical tests over time to confirm improvements rather than relying on focus groups alone.
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